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Laurel Thoennes @ Quality Digest

Quality Insider

QualiPedia: Customer Relationship Management (CRM)

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Published: Tuesday, September 15, 2009 - 17:26

Simply put, customer relationship management (CRM) is the creating and maintaining of a mutually beneficial, transparent relationship between an organization and its customers—an added-value endeavor that enables the organization to learn and provide exactly what the customer wants.

The means of gathering customer information has drastically changed during the past five years, which has seen customers’ wants and expectations changing just as fast. Customer communities and social customer relationship management made possible through the internet and CRM software that captures, stores, and analyzes customer information have altered the marketplace.

No matter how technically savy the methods are for learning about the customer, successful CRM begins with a sound organizational culture on which healthy relationships with employees are built with shared values, caring, consistent quality training, and growth. Loyal customers are drawn by loyal employees who are open, alert, and listen.








About The Author

Laurel Thoennes @ Quality Digest’s picture

Laurel Thoennes @ Quality Digest

Laurel Thoennes is an editor at Quality Digest. She has worked in the media industry for 33 years at newspapers, magazines, and UC Davis—the past 25 years with Quality Digest.